Marketing as strategy: understanding the ceo's agenda for driving growth and innovation
Auteur :
Kumar, Nirmalya
Éditeur :
Harvard Business Review Press
ISBN :
9781591392101
Date de publication :
5 mai 2004
Dimensions :
24,1 x 16,2 cm
Poids :
589 g
Format :
Cloth over boards
Langue :
Anglais
Pays d'origine :
USA
CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? This work argues that, while the function of marketing has lost ground, the importance of marketing as a mind-set-geared toward customer focus and market orientation-has gained momentum across the entire organization.